PAG E T I T L E

BRAND GUIDELINES
 OUR MISSION

To empower people to live healthier,

more fulfilled lives.
Our story
Alo Moves has always been inspired by a single goal: to empower
people to live healthier, more fulfilled lives. In our increasingly
connected world, we believe in creating real connection — that
feeling you get after a quiet moment of meditation, a soul-
stirring yoga flow, or a challenging sweat session with friends.
Our platform is designed to make those moments happen.

Our classes will inspire you to take care of your whole health —
body, mind, and spirit — so that you can go out into the world
and do what you do best. But we think that journey is best made
with others by your side. Alo Moves is designed in support of
community, a place where people all over the globe can move,
connect, and feel energized by each other. We’re here to
celebrate with you, from small wins to milestone moments.

What we do goes beyond trends, fads, and quick fixes. We’re

committed to helping you find what moves you so you can build
healthy, sustainable habits for life. Because when you make time
for your health and wellness, you’re able to create deeper, more
meaningful connections with the people around you — and the
world is better for it.
 FILL YOUR HEART
Make space for personal passions and goals.

Our core values A LW A Y S B E G R O W I N G

Move boldly in pursuit of growth.

These five values are at the heart of LIFT EACH OTHER UP

everything we do at Alo Moves. They Promote collaboration over competition.
keep us in total alignment and guide
every decision at our company, from MOVE TOGETHER
our content to our culture. Nurture an environment of inclusivity and connection.

T H I N K B E YO N D T H E M AT
Elevate your work to serve a greater purpose.
 PAG E T I T L E

BRAND VOICE
Using language to convey our values
 PAG E T I T L E

O U R TA G L I N E

Move together.
 OUR GOALS

M O V E M I N D F U L LY C R E AT E C O M M U N I T Y E D U C AT E & I N S P I R E

Everything we do is inspired by We believe in the magic of We provide a space for change

the goal of spreading mindful human connection. Our platform and empowerment. We are
movement. We create fitness is designed in support of passionate about developing
content and stories based on community — a place where leaders for good, who in turn
what really matters. We don’t like-minded people can connect create leaders for good. Through
move so we can be measured, and feel energized by each other. education and inspiration, we lift
we move so we can feel alive. each other up.
 APPROACHABLE
Yoga, fitness, and mindfulness are for everyone at every level,
and we reflect that with inclusive copy.

AUTHENTIC
We keep things real. No one practice looks the same, so we
approach our words with different lifestyles in mind.
OUR BRAND TONE
OPTIMISTIC
Like a great instructor or a close friend, we encourage others
It’s not all about what you
to keep moving and learning without limits.
say — it’s about how you say
it. We keep our community
INSPIRING
in mind in everything we
The most inspiring thing? Our members. We put people first
write, from customer emails
and celebrate every class taken and milestone achieved.
to social posts.
RELAXED
Speak with purpose and personality. From fitness to
philosophy, we educate and motivate in a down-to-earth way.

MODERN
Our copy should stand the test of time. Aim for relatable
storytelling that connects with our community’s interests.
 OUR BRAND LANGUAGE

APPROACHABLE Instead of saying: “This handstand series is perfect for advanced yogis.”

Be approachable: “Working your way up to handstand? Try these beginner

tips from Dylan Werner and check out his new series.”

AUTHENTIC Instead of saying: “It’s important to work out every day. Make time for
yourself and you’ll see the rewards.”

Be authentic: “Find a workout that works with your life. These 10-minute
classes can slip right into your schedule.”

OPTIMISTIC Instead of saying: “Some people just aren’t cut out to do the splits,
and that’s OK.”

Be optimistic: “Need some support on your journey to splits? Kayla

Nielsen’s 30-day series will help deepen your flexibility.”
 OUR BRAND LANGUAGE

INSPIRING Instead of saying: “Even kids enjoy our classes!”

Be inspiring: “Start your weekend with a smile and a squat, just like
@alomovesmember and her little yogi.”

RELAXED Instead of saying: “We just released a new hands-free yoga class
on the platform.”

Be relaxed: “Look, no hands. Watch this clip for a sneak peek of Calvin’s
new hands-free class.”

MODERN Instead of saying: “This web page does not exist.”

Be modern: “We’re being stretched to our limits.”

 PAG E T I T L E

LOGO
Our symbol for mindful movement
 L O G O C L E A R S PAC E

X X

X X

The clear space minimum is equivalent to the vertical height of the logo
(shown here as x), regardless of the size at which the logo is reproduced.
 LOGO MISUSE

Do not contain in a shape or Do not add shadows, special Do not recolor, add gradients,
stack multiple logos effects, or outlines or multi-color

Do not skew, rotate, stretch, or Do not add reflections or Do not add borders, containers,
change orientation duplicate logos or special art
L O G O O V E R L AY

When placing the logo on an

image, it may be necessary to use
transparent overlay. The overlay
should be a subtle gradient from
either black to transparent or white
to transparent. The subject should
be masked whenever possible.
L O G O O V E R L AY

For cases in which the subject

cannot be masked, use a
consistent black or white overlay.
Set the overlay to 10% - 40%
opacity depending on how much
contrast is needed.
TYPOGRAPHY
How we style words to make our content more
interesting and accessible
 D I S P L AY T Y P E FA C E

Aa A
M
B C D E F G H I J K L
N O P Q R S T U V W
X Y Z a b c d e f g h i j k l
A R Q U I T E C TA m n o p q r s t u v w x y z
BLACK 1 2 3 4 5 6 7 8 9 0

Used for all display copy

 D I S P L AY T Y P E S E T T I N G

MOVE TOGETHER
Optical letter spacing / 180 tracking / caps

MOVE TOGETHER WITH

U S AT A L O M O V E S
For multiple lines, set line spacing to auto
 EDITORIAL HEADER

Aa ABCDEFGHIJKLMNO
PQRSTUVWXYZabcdef
Arquitecta ghijklmnopqrstuvwxyz
Medium 1 2 3 4 5 6 7 8 9 0

Used for editorial headers

 EDITORIAL HEADER TYPESETTING

Lorem Ipsum
Optical letter spacing / 15 tracking / sentence case

Lorem ipsum dolor

sit amet, consectetur
For multiple lines, set line spacing to auto
 B O D Y T Y P E FA C E

Aa ABCDEFGHIJKLMNO
PQRSTUVWXYZabcdef
Arquitecta ghijklmnopqrstuvwxyz
Regular 1 2 3 4 5 6 7 8 9 0

Used for all body copy

 BODY TYPESETTING

Lorem ipsum dolor.

Optical letter spacing / 50 tracking / sentence case

Lorem ipsum dolor

sit amet, consectetur.
For multiple lines, set line spacing to auto
 LIVE TEXT

Aa ABCDEFGHIJKLMNOP
QRSTUVWXYZabcdefg
Proxima Nova hijklmnopqrstuvwxyz
400 1 2 3 4 5 6 7 8 9 0

Used for live text on web, app, and email

 LIVE TEXT TYPESETTING

Lorem ipsum dolor.

Optical letter spacing / 0 tracking / sentence case

Lorem ipsum dolor

sit amet, consectetur.
For multiple lines, set line spacing to auto
 EMAIL TYPESETTING

PRE HEADER
Arquitecta Heavy / 75 tracking / caps

HEADER
Arquitecta Medium / 15 tracking / sentence case

BODY
Arquitecta Regular / 50 tracking / sentence case
 EMAIL TYPESETTING

EDITORIAL HEADER
Arquitecta Heavy / 180 tracking / caps

SUBHEADER
Arquitecta Medium / 88 tracking / sentence case
 EMAIL TYPESETTING

B U T T O N C TA
Arquitecta Heavy / 180 tracking / caps /

C L A S S C TA
Arquitecta Regular / 50 tracking / sentence case / caret

H Y P E R L I N K C TA
Arquitecta Regular / 50 tracking / caps / underlined & caret
 PAG E T I T L E

UX/UI
How our users experience and interface with our platform
BUTTONS
White text on black rectangle

LINKS
Underlined text
INSTRUCTOR PHOTOS
Cropped in circle

COPY
Left aligned for body copy and
center aligned for section titles

BACKGROUNDS
Either white or gray (F5F5F5)
APP VIDEO CONTROLS
White on top of video

DESKTOP VIDEO CONTROLS

Black on white play bar
 Arrows

Basic UI

Content Labels
ICONOGRAPHY

Icons use a 1px stroke, avoid rounded Reactions

corners unless it’s natural to the shape,
and are designed on a 20x20px grid with
the focus within an 18x18px area (1px
bleed to support icons that need to be Class Controls
larger in order to appear balanced with
the family). Monochrome. Minimalist.
Media Controls

Navigation

Platforms
 PAG E T I T L E

C O L O R PA L E T T E
The colors we use to complement our imagery
 COLOR BASICS

Alo Moves’s primary color palette is black and white.

Neutral grays and earth tones are used for

backgrounds and UI elements.
 BLACK WHITE G R AY
#000000 #FFFFFF #EDEDED
Use neutral earth
tones to complement
photos for emails
and landing pages.
 PAG E T I T L E

PHOTOGRAPHY
How we use photos to engage and inspire
THINK SIMPLE

What does our imagery say about Alo

Moves? Choose bold perspectives that
help people to imagine themselves in
their own practice. Our images should
capture the beauty, grandeur, and magic
of the practice of yoga. More is not
better — more is just more. Be conscious
of whether the picture evokes emotion.
PAG E T I T L E

Leave plenty of
negative space for
copy over image.
Colors should
complement, but
not distract from,
the photo.
PAG E T I T L E

When outdoors,
use a shallow depth
of field to smooth
backgrounds.
 PAG E T I T L E

Use environmental
context to create
negative space.
PAG E T I T L E

Shoot dynamic
poses to capture and
convey movement.
Arrange props and
background elements
to enhance the
composition and
create a clean setting.
 PHOTOGRAPHY MISUSE EXAMPLES

X X X
Do not use distracting colors or prints Do not use cluttered backgrounds Do not use vignettes or filters